Everything old is new again. Surveys are on the rise, marketers are turning their attention to MMM – and Google is recruiting participants for an online panel through a partnership with Gallup.
In the affiliate marketing world, publishers pursued the same goal retailers are pursuing today: to convert online intent into a shopper journey. Affiliate nets work with performance marketers, so retailers should branch out to digital-native marketers, writes Michael Jacobi, co-founder and CEO of Button.
American Express is investing in measurement technology to try and give credit where credit is due. Since 2019, Amex has been moving away from multi-touch attribution and embracing marketing mix modeling and machine learning to power its approach to measurement.
